To be successful, you need to be able to overtake your time. This became the starting point for a future great career, because the young man began to dream of long journeys.
A 15-year-old boy with 8 dollars in karma made his way to a steamer sailing to America without a rider. In the new country, Lipton did not know at first what to do. He worked on Virginia tobacco fields, then went to South Carolina rice fields. Lipton traveled all over the country, taking on any low-paying and low-profile job. Only 4 years later, Thomas found himself a permanent job - he became a clerk in a good grocery store in New York. At this time, Lipton begins to learn what will bring him success in the future. He formulated for himself the basic principles of his future business - a competent sales system, unusual advertising techniques. It is due to this that the success of the famous tea brand took place. The Scotsman also liked the motto of local businessmen: "We believe in God, and for everything else we pay in cash."
After gaining experience, 21-year-old Lipton returned home. And a couple of years later, thanks to a capital of 180 pounds, the young businessman opened his own shop in Glasgow. At the very beginning of his career, he had to combine the professions of a messenger, cashier, salesman, manager and buyer. Lipton personally bought all products from manufacturers to avoid middlemen. The young grocer even brought goods from the dock on a cart, and then delivered the groceries to his customers. And Lipton spoke personally with suppliers.
But in parallel with the routine, Thomas also thought about how to attract customers forever, to make them regular customers. Successful trade made Lipton in his 25 years already the owner of twenty stores in the west of Scotland. The businessman made a bet on a mass buyer, constantly looking for wholesalers and farmers who would sell the goods at the lowest price. All this time Lipton dreamed of a large-scale advertising campaign, but the company did not have the funds for it then.
Lipton had to rely entirely on his ingenuity and imagination. He painted the windows of his shops with funny pictures, and made interesting compositions from the products. To make the stores even more colorful, cartoonist Willie Lockhart was hired. He drew funny posters that came out every week - this attracted the curious. This multi-pronged approach could not fail to work, as a result, people constantly crowded around Lipton's stores. Over time, promotions have become more widespread. For example, by Christmas 1881, Lipton ordered the world's largest cheese circle in America. Naturally, Glasgow residents lined up to taste the record holder. All the cheese was sold in just two hours.
Thomas Lipton did really original promotions, he found reasons for advertising all over the place. Once a businessman was sailing with a load of tea in the Red Sea. Suddenly the overloaded ship began to sink. To save the ship, the sailor began to throw bales of tea overboard. The owner of the company quickly got his bearings and began to write advertisements on the bags. As a result, bales with bright red inscriptions "Drink Lipton tea!" And in 1901, Lipton built a yacht, which repeatedly participated in races for the America's Cup, but never won. Lipton was even awarded the title of "most honorable outsider." However, this desire to win formed the basis of commercial success, because those battles were primarily an action to promote the Lipton brand in America.
At 35, Thomas already owned food warehouses in Chicago and a food packaging factory. An extensive trade network covered not only England, but also other European countries. And soon Lipton had his own stores in several American states. By 1890, the businessman's annual income reached a million pounds. What do people usually do when they make a lot of money? Lipton could go on the long journeys that he had long dreamed of. But he decided to work even harder, deciding to start exploring the tea market. And the time for this was very well chosen. At that moment, the only drink that could compete with tea was coffee. But there was a persistent deficit for it. In addition, coffee trees in Ceylon got sick, they were mostly cut down, replaced by tea.
So the land on the island fell sharply, which the enterprising Lipton immediately took advantage of. He spread rumors specifically for competitors that he was going to open new stores in Australia, and he secretly bought 5,500 acres of tea plantations in Ceylon. The conquest of a new market took place according to the already established rules of marketing and logistics. Tea supplies went to England without interruption, Lipton was attentive to the packaging and storage of his product. And the plantations have become a real testing ground for new technology. On some plantations, baskets of sheets were transported to the processing site by cable car. But Lipton's biggest contribution to the development of the grocery trade was the refusal to sell tea by weight. He began to offer it in small boxes. This made it possible to sell small lots at affordable all prices. Tea drinking has gained even more popularity in Europe and America. Lipton understood that his main client was the middle class.
The businessman even had his own fleet to deliver tea to Europe. At first they were fast sailing ships. And then the steamers, which were more spacious and did not depend on the whims of the wind. Tea clipper races even contributed to scientific and technological progress. After all, Lipton paid a lot to designers and engineers to create ideal ships. This is how the shapes and proportions were calculated, new materials for the cases appeared.
From the very beginning of sales, three varieties of tea entered the market. The best one was called Quality-1. It was a yellow package with a red brand logo. Now this variety is known all over the world as Lipton Yellow Label. The excellent taste of Lipton tea was also appreciated by the crowned persons. So, Queen Victoria herself decided that Tom Lipton contributed a lot to the formation of the image of the English lifestyle. For this contribution, the businessman was awarded the title of sir. In 1897, Thomas Lipton became a knight, and the next year his company became a joint stock company. Thomas Lipton himself headed the board, and the high share price immediately brought him 2 million pounds.
One of the first slogans invented by the businessman himself was “Straight from the plantation - into the cup”. These words could be seen on many British buses and trains. And the unloading of tea in all English ports generally turned into a real show. The boxes were sometimes accompanied by exotic orchestras that played unusual instruments. Lipton has set himself a challenging goal: his tea must be both affordable and of good quality. To do this, he was forced to fight not only with market costs that increase the price of goods, but even with some myths. In those days, rumors began to appear that tea merchants were increasing the weight of the product by adding sheep dung. To convince the public of the purity of his product, Lipton hired even the best tea blending experts. They had to comply with many nuances, including even the hardness of the water used for brewing.
Among the most famous of Lipton's creations are tea bags in recognizable packaging. The businessman was not mistaken - his product, packed in neat packs with the image of a Sinhalese beauty carrying a basket on her head, has become a real symbol of the era. Lipton himself has become a character of mass culture. They created sketches about him, wrote cartoons, and staged entreprise. Interestingly, Lipton's funny drawn images could be found on the pages of newspapers more often than his real portrait. An important innovation of Lipton is the use of disposable tea bags for tea. And although the American Tom Sullivan came up with the idea of brewing tea in a paper bag, it was Lipton who made this technology mass at the beginning of the 20th century. But Lipton has come up with classic rectangle bags with a tag on a string. And "custard bags" appeared in 1904. Sullivan sent out different types of tea to his customers for review. The sachets were not intended to make brewing easier, they were just the shape of the probes.
And tea bags known to modern man began to be practiced during the First World War. Then a well-known company from Dresden began to send tea packed in gauze bags to the army. The soldiers appreciated this concern, calling the product a "tea bomb." After all, in this way they got the opportunity to quickly drink a mug of hot tea and so get warm. At first, such bags were made by hand, but from 1929 they began to make them in a factory way. By the end of the 1930s, gauze has disappeared into oblivion, replaced by Manila hemp, the very fiber from which sea ropes are twisted.
Sir Thomas Lipton died on October 2, 1931 in London. He left a huge tea empire with branches in different countries. But the businessman did not have heirs, as a result, all his huge fortune went to charity. Already in 1972, more than 40 years after the death of the founder of the company, all parts of the huge empire were bought by the Anglo-Dutch concern Unilever. Not so long ago, the owners spent $ 100 million on updating the image of the glorious brand. Unilever marketers have decided to compete with major manufacturers of soft drinks, focusing on the health benefits of tea.
And the reforming of the Lipton trademark led to a change in packaging design. For the first time in a hundred years, any mention of the brand's founder has disappeared from the pack. This was due to the fact that it is not worth focusing on the venerable age of the company. The manufacturer did not want Lipton tea to be associated exclusively with pensioners, moreover, competitors are not asleep. So we managed to defend the brand, today the yellow traditional boxes are a recognizable product. Thus, the legendary brand continues to flourish today.